Westerlind
Westerlind
Outdoor Apparel, Retail
Founding Creative Director
Identity, Naming, Website, Product Design, Organic Social, Merchandising, Photography
Dominick was brought on as the founding Creative Director of Westerlind in April 2013. He launched westerlind.us to create an intersection where technical outdoor gear and apparel meet a style-minded boutique. The brands selected were known for their forward-thinking design, functionality and style. The approach was to inspire through a thoughtful offering and left-of-center attitude.
Outdoor gear, with a point of view.
Westerlind started with a name and an idea: a shop where technical outdoor gear sat alongside well-designed apparel, chosen with the eye of a boutique rather than the range of a sporting goods store.
The brand needed an identity, a website, and a photographic voice that could make a tent, a pair of gloves, and a felt hat feel like parts of the same world, one that was relaxed, curious, and a little off the beaten path.
Campaigns
Seasonal campaigns shot on location in forests, mountains, and deserts, with the product worn and used the way the customer would.
Westerlind Felt Hat
One of the brand’s best-selling product, the Westerlind Felt Hat was designed and produced by me. Now made in a range of colors and sold to retailers worldwide.
Brand Photography
Lifestyle photography for the site and social, from the beach to the campsite to the home.
Website
westerlind.us, built to sell a curated mix of brands next to Westerlind’s own product, with editorial photography leading.